South Africa is preparing to make a powerful impression at IBTM World 2025, scheduled to take place at Fira Barcelona Gran Via in Spain. As the nation positions itself to showcase its competitive edge in meetings, incentives, conferences, and exhibitions (MICE), South African Tourism (SA Tourism) has announced a strategic leadership enhancement.
Effective 1 December 2025, Ms Corne Koch will take on the role of Chief Convention Bureau Officer, officially leading the South African National Convention Bureau (SANCB)—the key unit responsible for shaping the country’s business events trajectory.
Driving South Africa’s Vision as a Global MICE Powerhouse
The SANCB plays a crucial role in the country’s long-term mission to secure and grow international and regional business events. By focusing on high-value conferences, professional gatherings, and incentive travel, the Bureau helps boost economic expansion, encourage sector transformation, and enhance the nation’s standing within the international events community.
Through its targeted mandate, SANCB ensures that South Africa remains an attractive and reliable destination for business travellers, associations, and event planners.
Strong Performance Signals Industry Momentum
In the first half of 2025 alone, the SANCB successfully won 35 competitive bids, drawing nearly 16,000 delegates to South Africa and generating more than R415 million in economic value. These achievements reinforce the vital role that the business events sector plays in broader tourism development and national economic diversification.
The growth also highlights South Africa’s commitment to delivering seamless, world-class experiences for global organisers.
Introducing a Seasoned Leader: Ms Corne Koch
Ms Koch joins SANCB with over 20 years of experience in tourism promotion and destination marketing. Before this appointment, she headed the Cape Town and Western Cape Convention Bureau at Wesgro, where she helped cement the region as one of Africa’s most successful business events destinations.
Her expertise spans:
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Strategic event acquisition
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MICE programme development
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International stakeholder cultivation
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Long-term partnership building
Her proven ability to elevate regional and national MICE visibility positions her as a pivotal leader for the SANCB’s next growth cycle.
A New Era for South Africa’s National Business Events Strategy
In her new role, Koch will lead SANCB through a transformative period as South Africa prepares for a rising number of landmark global events. Of particular note is the upcoming G20 Leaders’ Summit, which will further demonstrate South Africa’s advanced organisational capabilities, robust infrastructure, and operational excellence.
This moment offers the country a global stage to confirm its reputation as a trusted partner for large-scale international engagements.
A Destination Built for Business and Enriched by Experience
South Africa’s appeal extends beyond its world-class convention centres and modern event venues. It combines:
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Vibrant cultural hubs
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Premium hospitality
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Iconic natural landscapes
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Globally recognised tourism experiences
This blend of professional efficiency and memorable leisure opportunities strengthens the nation’s appeal to international buyers and event planners seeking more than standard meeting facilities.
Showcasing Innovation and Readiness at IBTM World 2025
At IBTM World 2025, South Africa is presenting a refreshed and compelling story of progress, leadership, and competitive excellence in the global business events sphere. The country’s showcase underscores its readiness to host impactful international gatherings while emphasising SANCB’s strategic efforts to expand the MICE industry.
With Ms Corne Koch’s appointment, SA Tourism reinforces its intention to attract high-impact events, stimulate investment, and position South Africa among the world’s top business events destinations.
A Clear Message to the World
As South Africa amplifies its voice on the global stage, it delivers a confident message:
It is prepared, capable, and fully committed to delivering exceptional business events that leave lasting economic and cultural impact.
With the G20 Summit on the horizon and ongoing international engagements, South Africa is cementing its role as a strategic leader and trusted partner within the global MICE landscape.
